Digital PR is increasingly important to a company's success

Public relations has always been critical to a company's success. It is a set of activities that have the ultimate goal of improving the reputation and image of a company not only in the eyes of customers, but also in those of other companies.

It is a functional communication strategy to create relationships of trust and loyalty with the public, as well as to differentiate itself from the competition , and in recent years it has moved massively into the digital field .

Digital PR is the result of this evolution, which requires different tools and knowledge than classic public relations.

Online reputation: why is it important to protect and improve it?

Online reputation is the field of interest of digital PR: it represents the image that a person or company has on the web through its presence on it and the activities it carries out. In other words, online reputation is the opinion and trustworthiness that other people, customers or other companies have of the brand (or company) in question.

How well known is it? How many consider it the reference brand ? To increase these numbers and differentiate yourself from competitors, becoming a successful company, it is important to cultivate your reputation .

Specifically, the reasons behind this foundation are:

• Most people today look to the internet to get information about companies and people as well. For this reason, the image that a company has online can have a significant impact on its results.
• A good online reputation can also be a way to expand your circle of collaborators or find new opportunities . Today, in fact, many use the internet and social networks to look for employees, partners or jobs.
• Online reputation also has an impact offline : as we have said, a large part of communication and information research takes place via the internet. A bad reputation online, with negative reviews or comments, or in case of absence on platforms, influences people's judgment of that brand .

What is Digital PR?

Digital PR, as we have seen, is a very powerful corporate communication strategy whose objectives are different: to generate awareness of the project, to position and improve the reputation of the brand and of those who founded it.

Usually the person who benefits from the service is a company, a startup or a brand, but even freelancers can use Digital PR to better communicate their work.

In fact, the Digital PR professional, after having structured an adequate communication strategy, identifies the newspapers (online and offline), the television and radio programmes, the influencers and all the other media more in line with the brand, with the aim of improving its visibility.

The activity consists in building relationships with subjects with an audience and presenting them with news that may potentially interest them, but also makes use of the use of software to measure the performance of strategy implementation.

Who is Digital PR aimed at?

Digital PR is aimed at all those (often commercial) realities that want to increase their online presence.

The digital PR activity is aimed at:

• PMI ;
• Startups ;
• Local activities ;
• Online activity ;
• Freelancers;
• Associations;
• Non-profit projects;

This is because Digital PR has the following purpose: to attract the public to a brand , product , service or event in order to fuel the conversation about it.

All to make him acquire authority, increasing his online and offline reputation.

Furthermore, this activity could also prove useful to those who have a personal brand : obtaining publications in authoritative newspapers can help make you known as a reliable professional.

What are Digital PR for? (The advantages)

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A good Digital PR strategy will allow you to achieve three macro objectives:

• improve general and specific awareness of the company, its commercial offer and the problem it wants to solve;
• create the right positioning that differentiates the startup from other competitor startups so as to create a different narrative;
• increase reputation and is done by sharing proprietary data on company performance.

Then we can see other objectives that can be achieved thanks to Digital PR activities depending on the media used:

• Increase sales ;
• Improve SEO positioning ;
• Get the verified tick on social networks ;
• Feed word of mouth online and offline ;
• Generate interest in commercial partnerships;

Let's go and see them in more detail.

Digital public relations are a very useful tool for influencing the purchasing decisions of a certain audience, especially if the subject who talks about us has an audience in line with the brand we are going to "push".

These publications will also allow you to obtain high quality backlinks , a very important indicator for improving indexing on the search engine.

Furthermore, appearing in national newspapers or vertical magazines on a topic will position you as an expert not only in the eyes of users, but also in front of social platforms.

In fact, when you go to request the verified tick on a social network , for example , having a dedicated article in one of these magazines can be decisive for the approval of your request.

Finally, a digital PR aims to get people talking about their client's product/service in order to feed a " good word of mouth ".

Example: " Hey, have you seen COMPANY X which has found an incredible and innovative way of DOING Y ?".

Building a dialogue like this (both online and offline) is an indicator of a successful strategy .

Obviously, to do this, it is essential to offer a REALLY innovative product/service.

And in fact, the Digital PR activities must also demonstrate the solidity of the company and it is possible that it will then be contacted by other companies to stipulate new commercial partnerships.

What are Digital PR for?

A good Digital PR strategy will allow you to achieve three macro objectives:

• improve general and specific awareness of the company, its commercial offer and the problem it wants to solve;
• create a right positioning that differentiates the company from other competitor companies so as to create a different narrative;
• increase reputation and is done by sharing proprietary data on company performance.

Then we can see other objectives that can be achieved thanks to Digital PR activities depending on the media used:

• Increase sales ;
• Improve SEO positioning ;
• Get the verified tick on social networks ;
• Feed word of mouth online and offline ;
• Generate interest in commercial partnerships;

Let's go and see them in more detail.

Digital public relations are a very useful tool for influencing the purchasing decisions of a certain audience, especially if the subject who talks about us has an audience in line with the brand we are going to "push".

These publications will also allow you to obtain high quality backlinks , a very important indicator for improving indexing on the search engine.

Furthermore, appearing in national newspapers or vertical magazines on a topic will position you as an expert not only in the eyes of users, but also in front of social platforms.

In fact, when you go to request the verified tick on a social network , for example , having a dedicated article in one of these magazines can be decisive for the approval of your request.

Finally, a digital PR aims to get people talking about their client's product/service in order to feed a " good word of mouth ".

Example: " Hey, have you seen COMPANY X which has found an incredible and innovative way of DOING Y ?".

Building a dialogue like this (both online and offline) is an indicator of a successful strategy .

Obviously, to do this it is essential to offer a REALLY innovative product/service.

And in fact, the Digital PR activities must also demonstrate the solidity of the company and it is possible that it will then be contacted by other companies to stipulate new commercial partnerships.

Difference between Digital PR and traditional PR

The main objective of a digital public relations officer is to nurture relationships with other individuals.

Just like in traditional PR.

So how do the 2 figures differ ?

The main difference lies in the interlocutor with whom the two professionals interact.

If traditional PR dealt exclusively with press agencies , television , radio and printed newspapers .

Digital PR have adapted to the advent of digital, in fact.

Therefore they also communicate with bloggers , influencers , online magazines , youtubers and podcasters , celebrities.

Digital PR: the value of experts in online reputation management

It is not enough to have a website and a social page , perhaps without being very involved and without frequently updating the pages, to significantly improve one's reputation .

Communication is a particularly complex subject that requires the skills of experts in the sector, such as Insight Adv for example

Insight Adv is a multifaceted reality that deals with communication and digital PR, but also with link building and online media relations. The main objective is to enhance and raise the online reputation of its customers from many points of view and with many different tools.

Insight Adv 's digital PR experts deal with various activities, including:

● Monitor the online presence of the reference brand and the information published relating to it. This involves a daily check of social profiles, comments, reviews, as well as the analysis of data relating to visits to the site or social channels and the level of interaction.

● Content Creation: Users visit websites to find a solution to a problem, information or entertainment. For this reason it is important to provide not only basic information relating to the brand, but also new and useful content to encourage the user to return in the future.

● Identification and relationships with influencers and bloggers: Users highly believe influencers and seek out blog articles if they need information on a particular issue. These represent reference figures and for this reason it is important to establish good relationships with them. Being mentioned or associated with an influencer will enhance the brand image.

● Social media management: through the analysis of the reference field, observing the actions carried out on social networks by the customer and those carried out by competitors, so as to have a full view of the current market trend. Once the preliminary phase of analysis has been carried out, an action strategy is created in order to be able to correctly oversee the social networks with valuable content.

Why choose the path of professional consultancy

It is quite evident that to be able to operate adequately in the field of digital PR it is not enough to have web or social pages, but it is necessary to dedicate the right time to them, carry out the necessary analyzes and implement adequate communication strategies .

All these activities require time, resources and above all specific knowledge in the social field, data analysis, communication and many other related subjects. In short, it is not a field in which one can improvise, nor can it be taken into little consideration given its importance.

Specialized agencies such as Insight Adv make their knowledge and skills available to help brands increase or maintain their online reputation, with benefits for the company including:

● Ability to increase the visibility of your brand within the target audience;

● Consolidate your reputation within your market;

● Increase the organic traffic of your website.

Last but not least, an agency that has been operating in the digital PR sector for some time has already consolidated an agenda of numerous trusted contacts to refer to, both customers, competitors, bloggers and influencers.

In this way, a large part of the activity is facilitated, having already well-established and continuous relationships , and will finally be able to guarantee fast work and absolutely guaranteed and proven quality.